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To better understand the effectiveness of localization across countries, we utilize WebQual method (with dimensions Usability, Information, and Service Interaction) and Importance-Performance Analysis (IPA). A website is a means of providing information, promotion and communication to customers. This study aims to analyze user perception and expectation about quality of a localized website, AliexPress. This site did localization in Indonesia market in the early of 2015. Results were measured by performance (actual) level and importance (hope) level which showed that there is a gap as a whole for all dimensions of - 0.92. The biggest gap is in Usability dimension, - 1.27. Based on this study, AliexPress website has not been able to meet user expectations, especially related to information and services contained on the website. Indicators that need more attention include providing believable information, timely information, relevant information, information at the right level of detail, feels of personal information secure, and feeling confident that goods/services will be delivered as promised. Hopefully this research would be a reference for AliexPress website management in improving service quality to face competition and answer the needs and expectations of user.

american journal of industrial and business management

Measuring Customer Satisfaction toward Localization Website by WebQual and Importance Performance Analysis (Case Study on AliexPress Site in Indonesia)